Hästens

ABOUT THIS PROJECT

SITUATION

Hästens, the luxury Swedish bed maker, engaged Magrino to handle U.S. public relations on behalf of the storied heritage brand. Magrino launched the new iteration of Hästens’ flagship bed, Vividus. The bed, which retails for $189,000, takes 320 working hours by four certified craftsmen to create, and was in development for three years.

STRATEGY

Magrino placed an exclusive with Architectural Digest online to announce the launch of the new iteration of Vividus in the U.S. Magrino then coordinated meetings with senior Hästens’ executives at the brand’s new Manhattan retail location in the Chelsea neighborhood with top editors from outlets including Bloomberg Pursuits; Departures; Hearst Digital Media; Lonny, Luxe Interiors + Design; O, The Oprah Magazine; and Worth. The meetings, which resulted in strong, detailed features on the bed, gave editors a chance to experience the bed firsthand and hear more about its development. Magrino also focused on regional outreach to enhance sales and awareness in key markets for Hästens.

SOLUTION

As a result, Magrino secured coverage in the Daily Mail, Boston Common, Connecticut Cottages & Gardens, Gotham, Hamptons, Los Angeles Confidential, and Michigan Avenue. Magrino secured a major feature on Vividus with Bloomberg Pursuits online, which resulted in the sale of more than 10 beds around the world. A Robb Report feature on the brand directly sold
two beds immediately following publication.